This was a group project for Integrated Marketing Communications class. The idea was to take an existing brand and promote a new product line within the brand. This project introduced a men’s athletic line to the Lululemon brand. The focus to bring the brand to a young, professional, urban male target and away from the associateion with yoga and the feminine side of the brand. This was reflected in a rugged, athletic and independent man who was ready to conquer all of his fitness goals and push himself to become “limitless” which was the big idea for the new athletic men’s wear line.
Here is a link to the powerpoint presentation: IMC LULU-FINAL